What’s in a (domain) name?

Recently, I’ve thought about blogging. A lot.

When I found out that I was to become an Acumen Fellow (only a few short weeks ago — more on that story later), I felt very compelled to share some of the stories that I am sure will emerge over the next year and beyond.

In the flurry that was the past few weeks, I sent a note out into the ether of my facebook friends — a conglomerate of people I’ve collected along the way — filling them in on what was happening in my world (namely that I was moving to New York for a couple of months and then Uganda as an Acumen Fellow). I also asked for advice: if I was going to ‘do things properly’ and create a website to document my experience, what would I call it?

Even though I had so many things to do, I brainstormed names for days. I involved family and friends at my farewell lunch. I asked myself: What would encapsulate the next year and beyond? What did I want my core message to be?

I came up with options focused around purpose, humble service, imagination, daring action and impact.

I attached a survey monkey link to my facebook post with some of these options, figuring there was no harm in putting some thoughts out there and gauging the crowd’s reaction.

The survey instructions sent out to my facebook friends to help me find a suitable domain name

To my surprise, over 50 people participated!


Armed with responses, I was keen to find out the answer of the wise crowd and put it in action.

And the overwhelming response was… lorennruster.com

At first, I was disappointed — ‘Really crowd!? This is the best you can do? I put that in there as a bit of a ‘control’. I even specifically said in the survey instructions that I didn’t want to sound like a total tool. This is exactly what I was trying to avoid.’


Having now spent my first week as an Acumen fellow, I already understand that this was the right answer. I firmly believe that my core will be rocked, broken down and rebuilt into something currently unknown to me over these next 2 months in training and then afterwards in the field.

It’s impossible to predict what the core message and learnings will be for me. All I know is that it’s going to be an amazing ride with an organisation and a bunch of people I greatly admire.

I look forward to sharing the journey with you as it unfolds.

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